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from lecture slides. goes into age, gender, sexual orientation, and ethnicity
age and challenges: kids and tweens
challenges:
having cool stuff
making friends
age and challenges: teens
challenges:
fitting in
rebelling
dating
ages and challenges: young adult
challenges:
college
job
car
housing and furnishing
marriage/committed partner
children
ages and challenges: middle adult
challenges:
children
bigger house and more furnishing
aging parents
managing time
ages and challenges: older adult
challenges:
retirement
managing health
maintaining social relations
cohort and coming of age vs today: generation x
cohort: generation x
coming of age:
economic hardships and unemployment (stock market crash 1987)
divorce
terrorism, assassination (john lenon, reagon, pope, berhnard goetz subway shooting) AIDs
disasters (chernobyl, challenger explosion, exxon valdez, SF earthquake, global warning, mississippi flood)
scandals ( ivan boesky, president marcos, jimmy swaggart, gary hart)
today:
“the only thing that is certain is uncertainty”
“there are risks and trade-offs with everything”
“diversity is to be appreciated”
“cut the BS”
“have some fun”
focus on household building
cohort and coming of age vs today: baby boomers
cohort: baby boomers
coming of age:
optimism and economic prosperity
indulgent, proud parents (Dr. Spock), life in suburbia, sense of entitlement
scientific discovery, confidence in technological future
political activism (in power, in control) focus on individualism
focus on learning, adventure, experimentation
today:
achievement, competition, and expressing creativity through work
entitlement
tempering '“doing it all” with “family focus”
gaining control: of time, future, stress, aging body
managed adventure
cohorts and coming of age vs today: depression & WWII
cohort: depression & WWII
coming of age:
rebuilding society
hard work
team work
self-sacrifice
authority and conformity
today:
you earned it
wisdom
assurance
consistency valued
sex roles: goals
agentic (direct personal agency)
communal (collective agency)
gender roles:
masculine
feminine
androgynous
differences in acquisition and consumption behaviors
women: deliberate, through research
men: driven by themes, simple heuristics
LGBT consumers: is there a commonality?
sources of geographic impact
climate
natural resources
population density and development
history and ancestry of residents
US regionalism — causes and manifestations: origins
tradition, migration, and ancestry
history
degree of interaction with the outside world
“the big sort”
US regionalism — causes and manifestations: manifestations
customs, values, and culture
food and product preferences
regional differences within other countries
geographic barriers
languages and dialects
religious and cultural influences
receptivity to outside innovations
levels of affluence
extent of freedom
clustering:
purely data driven, statistical method of identifying relatively similar regions (no strong theory)
somewhat arbitrary assignments; results heavily dependent on number of clusters (groups or regions) “extracted”
practical, since, market-relevant criteria can be selected
examples:
PRIZM system
ESRI GIS
issues of ethnicity and affiliation:
some issues:
extent of affiliation with group
assimilation vs. cohesion within group
manifestation of culture (e.g., language, dress, appearance, values)
large ethnic groups within the US
hispanics/latinos
African-Americans
Asian-Americans
consumer diversity: Hispanics
50.5 million in 2010
some common tendencies:
speak Spanish, but…
heavy influence of Roman Catholic Church
heavy emphasis on family
male domination
but more significant differences:
large variation in dialects
differences between subgroups
large variation in degree of assimilation
accepted “label”
sonsumer diversity: African-Americans
large, diverse group (38.9 million in 2010)
concentration in urban areas (caused in part by migration away from South)
increasing middle class
tendency to value style
prior high levels of brand loyalty, though decreasing
adaption of products to own culture
consumer diversity: Asian-Americans
fastest growing group in US (4x faster); 14.6 million (2010)
concentrated in California and Hawaii
great diversity
why?
highest incomes of any minority group
family, corporation and tradition emphasized
maintenance of traditional culture despite some assimilation
relationships to sellers is important
